date:Aug 06, 2019
in sports-related positionings within mainstream food beverage NPD. A 188 percent growth has been reported in new products with a high/source of protein positioning and a 65 percent rise in energy/alertness positions from 2013-2017 (excluding sports nutrition). In 2017, over 5 percent of new global food and beverage launches featured protein claims, with a CAGR of 29 percent from 2013-2017.
Mai Nygaard, Marketing Director at FrieslandCampina DMV, notes that key trends shaping 2019 and beyond